connecting the dots: which pharma companies are succeeding in the social media space?
TRANSCRIPT
CONNECTING THE DOTS: Which pharma companies are
succeeding in the social media space? APRIL 2015 | #OgilvyPharmaSocial
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The Social Media Audit: why we did it
The pharmaceuEcal industry is becoming increasingly reliant on social media as a key plaLorm for communicaEng with mulEple stakeholders. As big believers in the power of social to transform brands, campaigns and corporate reputaEon, we wanted to iden0fy the current big players, and what we can learn from their efforts.
What we did
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How we analysed the data
We evaluated how each company was performing across six key categories:
Social presence How many social networks was the company on?
Activity Was the content kept fresh with regular updates?
Engagement Were the companies engaging their users and generaEng interest?
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Social network How simple and intuiEve was the connecEon between social networks?
Virality Was the content spread around the social sphere?
Community Size How big was the community?
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Some key findings
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Three distinct groups emerged
The group of companies ahead of the pack and ‘connec0ng the dots’ have successfully integrated social media into their wider markeEng strategy. Their content is relevant and meaningful and effecEvely engages their audiences.
Those ‘dabbling with the dots’ have a substanEal social media presence but may not be maintaining a constant level of acEvity or aYracEng loyal followers.
A small subgroup are ‘searching for strategy’: they know they want to be involved in social, but have not had the strategy to stand against the compeEEon.
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Pharma is becoming more social
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So why should pharma use social media?
“We want to show that we’re listening and responding to the expectations of society. And that’s probably why social media is so very helpful…We have the opportunity to reach our audiences directly… to have a dialogue”
Janet Morgan, Director of Corporate ReporEng and Content, GSK
“The conversation is there. People are talking about you, whether you’re active or not. Social media gives you the opportunity to engage in that conversation, to give your position and your statement, and maybe then hopefully change the opinion of one person or two”
Patricia Alves, Social Media and Community Manager, Boehringer Ingelheim
“Social media has changed the way pharma communicates – it allows companies to build corporate reputation and engage in genuine, meaningful conversations with audiences. For pharma companies who want to stand out from the crowd it’s time to be brave, get personal, educate and integrate social media into their wider marketing strategy.” Rebecca Canvin, Social Media Manager, Ogilvy Healthworld
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How can pharma better connect the dots?
Six key takeaways which we believe can help companies stand out from the social media crowd.
Be Brave
It’s not going to be an easy ride but the ROI can make it worth the
effort
Get personal
Don’t just fire out messages, interact
with your followers
Move fast
(but wear a life jacket)
Make sure you
deal with issues in a Emely manner before things
escalate
Back yourself
up
Get your medical, regulatory and legal teams as excited about
social as you are
Give guidance
Plan for different and ready to deal
with tough quesEons
Inform and
educate
Make an effort to produce interesEng
content that sets you apart from your compeEtors
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Want to find out more?
Antonia Betts Managing Director Ogilvy HealthPR
Chelsey Toms Digital Account
ExecuEve
Rick Evans Digital
Strategist
Rebecca Canvin Social Media Manager
Andrea Visone Digital Project
Manager
For the full report or for more informaEon contact: [email protected]